Case Study
Supporting a construction software company through fourfold ARR growth
Building paid acquisition from a small starting program to documented sales opportunities.
Four15 partnered with a construction procurement software company as it expanded its marketing program and grew beyond its initial trade audience. During the engagement, the company publicly reported fourfold year-over-year growth in annual recurring revenue. Paid advertising was one contributor within that broader business expansion.
The clearest channel-level proof came early: a Q2 2021 sales review recorded 55 opportunities and eight closed-won deals across LinkedIn and Facebook. Four15 used that downstream feedback to decide which offers and audiences deserved investment.
In Q1 2024, the paid-media report recorded 185 qualified leads and 50 won deals representing $650,038 in estimated annual revenue, on $64,577 in media spend. Separately, Four15 built an outbound email channel that had not existed before. By the latest supplied tracker, it had produced 89 leads marked qualified and four explicitly recorded customer conversions.
|
Q2 2021 reported results
|
LinkedIn
|
Facebook
|
Combined
|
|---|---|---|---|
|
Sales opportunities
|
41
|
14
|
55
|
|
Closed-won deals
|
5
|
3
|
8
|
|
Reported cost per opportunity
|
$348.92
|
$793.64
|
-
|
Source: July 8, 2021 call notes reviewing Q2. These are client-reported channel outcomes. The companywide ARR announcement is separate evidence and does not measure revenue caused by Four15.
At kickoff in March 2021, marketing was led by one person supported by freelancers. LinkedIn and Facebook had a combined starting budget of approximately $6,000 per month. Google was running branded keywords, and the team was still defining customer profiles, funnel targets and reporting.
There was an existing agency relationship to unwind. Some lead-routing infrastructure belonged to the prior agency, and another ad account had continued running without the marketing lead realizing it. The client wanted a partner who could make recommendations, explain results and help determine where to invest.
Four15 began by organizing audiences and campaigns, expanding search coverage and addressing measurement gaps. The goal was to build a repeatable way to acquire qualified prospects and learn from what happened after the form submission.
The relationship spanned the move from an electrical-contractor focus to a broader range of construction trades. In May 2022, the company announced its new brand and fourfold ARR growth. By January 30, 2023, the notes reported 186 demo requests across the business, above the previous recorded high of 161.
In March 2021, Four15 launched search campaigns for nonbrand procurement and materials-management terms, competitors, industry groups and vendors, alongside dynamic search and remarketing campaigns. On LinkedIn, the team tested professional groups, job titles, seniority, skills and uploaded lists. Facebook provided another route to contractors who responded to practical business content.
Campaign and budget decisions evolved with performance. Search expansion was tested, but paid social supplied the clearer early opportunity and closed-won evidence. The team shifted investment and refined targeting as those results became available.
Webinars, ebooks and demos addressed concrete contractor concerns: labor hours, overhead costs, material prices and procurement workflows. The team tested formats and messages, then examined which offers produced opportunities rather than relying on raw lead cost alone.
That distinction changed decisions. In the Q2 review, LinkedIn produced roughly 17 opportunities per 100 platform leads, compared with approximately six on Facebook. The notes also flagged an overhead-reduction guide as weaker downstream and identified stronger opportunity contribution from labor-hours content. This gave Four15 a basis for adjusting offers and spend around commercial relevance.
Four15 worked through lead-form naming, test submissions, HubSpot workflows, Salesforce synchronization, conversion tags and duplicate tracking. Form fields captured information that could help qualify and route prospects, including company, role, trade and LinkedIn profile. This was ongoing work as the client’s marketing systems developed.
As the business expanded, Four15 updated ad copy and creative for the new brand and prepared new forms across LinkedIn and Facebook. The campaign structure covered electrical, mechanical, flooring, roofing, concrete and drywall audiences. Later work considered company size, sales priorities and the balance between content offers and direct demo requests.
The Q2 2021 review recorded eight closed-won deals from paid social. The company then reported fourfold annual recurring revenue growth in May 2022. By the end of the documented engagement, the team was reviewing a new high in businesswide demo requests and continuing to manage search, LinkedIn and Facebook acquisition.
Four15’s documented contribution was a paid acquisition program that reached relevant prospects, produced sales opportunities and closed-won deals, and adapted as the business entered new markets. The overall revenue milestone reflects the work of the company’s product, sales, marketing and operating teams together.